Are We All Produsers Now

Convergence and media audience practices

Bibliographic Data

ID18980331
AuthorsS Elizabeth Bird (0009-0009-0085-0818, corresponding author)
Year2011
Volume25
Issue4-5
Pages502-516
Publication date2011-09-01
Peer ReviewedYes
Open AccessNo
TypeARTICLE
VenueCultural Studies (JOURNAL)
Journal identifiersISSN: 0950-2386 • E-ISSN: 1466-4348
PublisherInforma UK Limited (PUBLISHER • GB)
DOI10.1080/09502386.2011.600532
OpenAlexW1878077902
LanguageEN
Citations received74
References cited24

This article offers a critical analysis of the relevance of convergence culture to the field of media audience study, opening up new ways to see audiences as active cultural producers. At the same time, I argue that the enthusiastic embrace of Web 2.0 practices as the new model of audience activity may hinder a full understanding not only of the importance of non-web-based audience practices, especially in non-Western countries, but also of the continuing power of media industries. Keywords: audience practicesmedia powerWeb 2.0convergence Notes 1. Exactly who or what ‘the audience’ is has been hotly debated for decades, with conceptions of the audience ranging from a definite, static group of people ‘receiving’ a message, to arguments that there are no distinct, identifiable audiences, because we all interact with media in continually shifting ways. I certainly place myself at the latter end of the continuum (see Bird Citation2003). Nevertheless, until someone comes up with a better term, I find that ‘audience’ and ‘audience practices’ are still useful ways to discuss engagements with the media

Advertising · Audience measurement · Audience response · Business · Media studies · Political science · Sociology · Target audience · Computer Science · Cultural Industries and Urban Development · Digital Games and Media · Law · Media Studies and Communication

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